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Brand Wedge Builder

Articulate and validate your brand’s core identity

In today’s hyper-competitive market, a strong brand isn’t just a nice-to-have; it’s a strategic imperative. But what makes a brand truly strong? Consistency. A clear, actionable, and well-aligned brand wedge is your secret weapon for building trust, differentiation, and loyalty.

GrowthX

GrowthX

This is built for

Brand Strategists

Need a tool to define and articulate a brand's unique positioning and core identity concisely and effectively.

Marketing Leaders

Use the brand wedge to align marketing strategies, messaging, and team decisions with the core brand identity.

Founders

Benefit from a clear framework to build a differentiated brand foundation and ensure consistent communication across stakeholders.

Brand Wedge Builder

Articulate and validate your brand’s core identity

Download Brand Wedge Builder

  • Articulate brand's core identity concisely.
  • Differentiate brand in competitive market.
  • Align team on brand strategy.
  • Validate brand positioning effectively now.
  • Ensure consistent brand decision-making always.

Frequently Asked Questions

A brand wedge is a concise statement that defines how your brand addresses the perception of your industry, resolves user pain points, and stays true to their non-negotiables. It creates clarity on how your brand looks, speaks, and behaves.
Test it. The Brand Wedge Builder includes a validation exercise where you create real-life scenarios to see if decisions align with the wedge. If five different people can make consistent decisions based on your wedge, you’re on the right track.
Both! For new brands, it’s a foundation for building trust and differentiation. For established brands, it can help refine messaging, improve consistency, and realign teams around a shared vision.
The framework is built on real insights: industry perception, user pain points, and user non-negotiables. By testing it through scenarios, you ensure it’s not just theoretical but practical and applicable to your day-to-day brand decisions.
Your brand wedge reflects the Job to Be Done of your brand. For example, if your JTBD is to build trust in a new category, your wedge will prioritize actions that reinforce reliability and credibility across all touchpoints.

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Explore Templates

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Brand Touchpoint Mapping

Template for mapping and improving every customer touchpoint with the brand.

Go-to-market template

Go-to-market document template with sections for strategy and tactical planning.

Creative Strategy | Ad Breakdowns

Curated breakdowns of iconic ad campaigns with insights, briefs, and creative strategies.

Zepto ICP Template

Zepto ICP template for defining and prioritizing ideal customer profiles for Zepto.

Ultimate Pricing Page Guide

Guide to building high-converting pricing pages for products and services.

Ultimate Guide to Finding the Right ICP for B2B

Comprehensive guide to identifying the right ICP for B2B businesses, with frameworks and examples.

The ICP Strategy & Application Workbook for B2C

Workbook for developing and applying ICP strategy in B2C contexts, including segmentation and targeting.

The ICP Strategy & Application Workbook for B2B

Workbook for developing and applying ICP strategy in B2B contexts, including segmentation and targeting.

Substitute Pricing Template

Template for evaluating and comparing substitute pricing strategies for products or services.

Spotify’s Product Narrative

Narrative template inspired by Spotify’s approach to product storytelling and communication.

RFM Grid Template

Template to segment customers based on recency, frequency, and monetary value (RFM analysis).

Resurrection Campaign Design Workbook

Workbook to design and implement resurrection campaigns for inactive users.

Patience—you’re about to be impressed.